Postgraduate education online

online marketing courses

MA in Strategic Marketing (Luxury Brand Management)

Next intake:
  • December 2014
Duration:
  • Minimum: 18 months
  • Maximum: 3 years
Fees:
  • £7500
  • For information about our instalment plans or applying for a partial bursary please fill in the enquiry form on the right

Appropriate brand management and an understanding of the workings of the luxury industry is essential in order to create relevant corporate strategies, gain new customers and keep existing ones. The London School of Business and Finance has developed an up-to-date online MA in Strategic Marketing (Luxury Brand Management) that equips you with the expertise to capitalise on the growing field of global business.

The MA in Strategic Management (Luxury Brand Management) is a distinct programme that is flexible not only in its teaching, but also in the way it is delivered. Through progressive teaching techniques, you will become knowledgeable on how to develop proper luxury brand marketing and campaigns, as well as how to effectively manage a luxury brand using appropriate tools.

Outcomes of the programmeread more

You will be able to:

  • Design, implement and effectively evaluate various marketing strategies
  • Utilise appropriate research tools to identify customer behaviour and use this in developing integrated marketing campaigns
  • Understand consumer psychology and profiling, and successfully apply to these strategic campaigns
  • Define and utilise relevant tools for managing luxury brands, as well as advise on and design luxury brand marketing and campaigns
  • Understand and appreciate international marketing environments and their components, on top of an awareness of issues related to global marketing decision-making processes
  • Gain knowledge in PR related issues in organisations and competencies to stimulate brand awareness and growth

With InterActive, the knowledge and expertise provided throughout the programme will be facilitated through:

  • The full syllabus in HD qaulity video lectures
  • A number of relevant case studies also available in HD video
  • Downloadable notes provided for each lecture
  • Monthly live online chat sessions with your tutor, mentor and classmates to facilitate your learning
  • Essential support from your tutor though online forums and discussion groups
  • Comprehensive revision kits to complement your learning
  • Tests and self-assessed mock exams to help you revise and improve
  • Online library and additional resources available from the London School of Business and Finance

By enrolling on the MA in Strategic Marketing (Luxury Brand Management), you will join and learn from a truly multicultural community of tutors and students.

 
 

The MA in Strategic Marketing (Luxury Brand Management) online programme provides you with skills on how to capitalise on one of the fastest growing industries. Topics that are covered have been carefully chosen to equip you with the knowledge essential for success in the industry and your career. Topics taught include Customer Behaviour, Brand Management, Corporate Branding Strategy, Customer Retention Strategy as well as overall luxury marketing and campaign development.

Your programme will be delivered in two parts. The first part consists of 6 modules, of which 3 are core modules and the other 3 specialist modules. The core modules come first and can be studied at a pace of 2 at the same time, before you proceed to the specialist modules. The second part of the course will consist of the Integrative Research and Consultancy Project as well as a final project. You will be awarded with an MA in Strategic Marketing (Luxury Brand Management) degree awarded by the International Telematic University Uninettuno upon completion.

Postgraduate Certificate in Strategic Marketingread more
Strategic Marketing Management

Learning outcomes:

On successful completion of the module, you should be able to:

  • Explain and show understanding of the importance of the separate marketing functions, the management of these functions, and how each function affects other functions within and external to the marketing domain
  • Make a judgment in the application and adaptation of marketing principles across a wide range of markets
  • Engage critically with and evaluate the role of marketing from a general management perspective
  • Critically assess marketing key performance indicators and diagnose problems accurately
  • Develop and appraise marketing strategies that are holistic in nature and internally congruent in terms of both conceptual and operational requirements of strategic marketing management

Topics covered:

  • Assessing the competitiveness of the firm: identification of the firm's core competences & development of the firm's competitive advantage
  • Assessing the external marketing situation: customer behaviour (revisited), competitor analysis, business intelligence and analysing relationships in the value chain
  • Business Analysis III: Competitive Strategy; Generic Strategies and SPACE Model, Stakeholder Analysis and Choices
  • Developing marketing strategies: SWOT analysis, strategic marketing planning and portfolio analysis, segmentation, targeting, positioning and competitive strategies and CSR strategy and the sustainable global value chain
  • Developing marketing programmes: establishing, developing and managing buyer-seller relationships and product and service decisions, pricing decisions, distribution decisions and communication decisions
  • Organising, implementing and controlling the marketing campaign: organizing and implementing the marketing campaign; budgeting and reviewing the marketing campaign
Consumer Behaviour and Research

Learning outcomes:

On successful completion of the module, you should be able to:

  • Analyse and evaluate current developments in consumer behaviour, market environment and culture through use of relevant case studies
  • Critically analyse and distil the results of a consumer research project
  • Evaluate the success of current models in predicting the consumer purchase decision
  • Analyse patterns and processes of consumer behaviour in the contemporary and international business context
  • Critically evaluate consumer and customer management practices in organisations in different sectors

Topics covered:

  • The consumer in marketing management I: consumer psychology; core concepts of consumer behaviour
  • The consumer in marketing management II: importance of consumer insight in marketing management; consumer behaviour in global context
  • Consumer research: requirements, methods of consumer data collection, ethical issues in consumer research, interpretation and analysis of qualitative and quantitative data
  • Personality of consumer and environmental context: demography, psychography and culture, consumer awareness, loyalty and motivation; factors that impact on consumer behaviour, opinion leaders and trendsetters
  • Purchase and consumption: purchase decision making process: stages, factors, explanatory models; purchase and consumption behaviour in consumers
  • The customer: B2B and B2C and consumers as customers; customer relationship management
Integrated Marketing Communication

Learning outcomes:

On successful completion of the module, you should be able to:

  • Critically analyse advantages and limitations of the main marketing communications concepts and be able to apply them to current marketing scenarios
  • Identify and appraise various approaches to the design of marketing communications strategies
  • Demonstrate the skills of using secondary data to illustrate or support arguments in the context of marketing communications decision-making
  • Critically analyse and evaluate marketing communications strategies employed by organizations in different contexts
  • Use and apply the appropriate knowledge and skills to develop an integrated marketing communications strategy using a 'live' brief

Topics covered:

  • Integrated Marketing Communication within the Marketing framework - integration of marketing communication messages and channels
  • Segmentation and planning: Managing the segmentation process & managing integrated marketing communications planning:
  • Managing expectations and the communications mix
  • Branding and identity in integrated marketing communication
  • Technology and the environment – impact on integrated marketing communication
Postgraduate Diploma in Strategic Marketingread more
Luxury Brand Management

Learning outcomes:

You will be able to:

  • Assess the project life cycle and explore and critically appraise alternative approaches to management of luxury brands
  • Critically evaluate the relationship between marketing strategies and brand value for luxury brands
  • Evaluate the current practices in a luxury brand organisation and identify and critically evaluate suggestions for improvement of these practices
  • Identify and critically assess the criteria for success in the luxury brand industry
  • Evaluate and apply the appropriate approaches, tools and techniques to brand management and the implementation issues to be considered

Topics covered

  • The Uniqueness of the Luxury Brand Industry I: The Difference in expectations and findings from the Luxury Brand Industry
  • The Uniqueness of the Luxury Brand Industry II: Competitive Advantage requirements and successful business models in the luxury brand industry and a review of three major players (LVMH, Richemont, and PPR Gucci)
  • Major Sectors in the Luxury Industry: Fashion, Perfumes and Cosmetics, Wine and Spirits, and Watch and Jewellery
  • The Value chain and management issues: Retail vs Wholesale, Pricing and the risk of the major key account
  • The Luxury Brand: The value of a brand, Characteristics, Brands and Brand Signs and the legal aspects
  • Product Life Cycle and strategies in the Luxury Brand Industry
  • Creativity in Luxury Brand Management I
  • Creativity in Luxury Brand Management II
  • Marketing Communication in Brand Management
  • Distribution and Supply Chain in the Luxury Brand Management Industry
Global Marketing Management

Learning outcomes:

You will be able to:

  • Critically assess the main approaches to global marketing and evaluate the  information required to establish and implement effective global marketing decisions, policies and strategies
  • Critically evaluate the key marketing practices employed by global organisations in various contexts
  • Synthesise and critically evaluate a marketing plan and the range of advanced skills required to design and implement the marketing plan for a global organisation
  • Assess the global marketing environment and critically evaluate its impact on marketing strategy formulation for a given global organisation
  • Identify management problems in the area of global marketing, including an evaluation of market entry strategies and courses of action within the situation-dependent context

Topics covered

  • Global Marketing Environment, Cross Cultural Management Issues and Marketing Research I: The Global Marketing Environment and Cross Cultural Issues
  • Global Marketing Environment, Cross Cultural Management Issues and Marketing Research II: Marketing Research - Finding Local and International Spaces
  • Marketing Entry and Global Expansion Strategies I: Marketing Entry Strategies
  • Marketing Entry and Global Expansion Strategies II: Global Expansion Strategies
  • Competitive Advantage, Business Strategy and Organisational Structures in a Global Context I: Competitive Advantage and Business Strategy
  • Competitive Advantage, Business Strategy and Organisational Structures in a Global Context II: Organisational structure in a global context
  • International marketing strategic planning process I: Segmentation and Targeting in International Marketing
  • International marketing strategic planning process II: Positioning in International Marketing
  • International Marketing Mix Decision and Constructing the International Value Chain I: Constructing the International Marketing Mix
  • International Marketing Mix Decision and Constructing the International Value Chain II: Constructing the International Value Chain
Public Relations Management

Learning outcomes:

You will be able to:

  • Critically analyse the relationship between organisational strategies and public relations strategies
  • Critical appraise the nature of corporate communications and its impact on the public relations management process
  • Evaluate the importance of effective cross functional communication within the organisation and its influence on the effectiveness of external communication
  • Analyse current developments in PR Management and evaluate their potential impact on the Corporate Communications strategies of a given organisation
  • Critically evaluate the relationship between corporate image and corporate reputation in various organisations

Topics covered

  • The Public Relations Role I: What Is Public Relations? And The Evolution of Public Relations
  • The Public Relations Role II: Ethics and Professionalism and Public Relations Departments and Firms
  • The Public Relations Process I: Research and Program Planning
  • The Public Relations Process II: Communication and Evaluation Conflict Management: Dealing with Issues, Risks, and Crises
  • The Public Relations Process Strategy I: Public Opinion and Persuasion and Conflict Management: Dealing with Issues, Risks, and Crises
  • The Public Relations Process Strategy II: Reaching Diverse Audiences and Public Relations and the Law
  • The Public Relations Tactics I: The Internet and Social Media and Preparing Materials for Mass Media
  • The Public Relations Tactics II: Radio and Television and Meetings and Events
  • The Public Relations Application I: Application to Corporations and Entertainment, Sports, and Tourism
  • The Public Relations Application II: Application to Politics and Government, Global Public Relations, Non-profit, Health, and Education
Masters of Arts in Strategic Marketingread more
Integrative Research and Consultancy Project

Learning outcomes

At the end of the module you should be able to:

  • Formulate a research proposal and design this into a workable research plan
  • Design and manage a business critical independent applied research in their chosen discipline and present their findings, to a professionally acceptable standards
  • Critically evaluate and analyse their findings, reporting on their conclusions in clear and acceptable standard in the form of an engagement report
  • Synthesize theory in a practical context to evidence knowledge, understanding and transferrable skills with regards to the taught components of their studies

Topics covered

  • The nature of business and management research/consultancy
  • Formulating and clarifying the research/consultancy topic
  • The practice of management consulting
  • Negotiating a scope of work; developing a research proposal
  • Consulting as a profession; business research methods and practice;
  • Formulating the research design and negotiating access and research ethics
  • Understanding research philosophies and approaches
  • Critically reviewing the literature
  • Applicable models for consulting and research
  • Selecting samples and using secondary data
  • Collecting primary data through observation
  • Collecting primary data using semi-structured, in-depth and group interviews
  • Collecting primary data using questionnaires
  • Analysing quantitative data and qualitative data
  • Writing and presenting your project report

Please note: you can only graduate with one award (the highest level achieved), and it will only be issued once you have formally completed your studies.

 
 
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